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nydus/A History of Advertising from the Earliest TimesPublic
Page 152 of 1098
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CHAPTER VI. DEVELOPMENT OF ADVERTISING.

to have gone mad with excessive loyalty, and it is no wonder that Charles was surprised that he could have been persuaded to stop away so long. The columns of the Mercurius Publicus were placed entirely under the direction of the King, and instead of the slashing articles against malignants, which were wont to appear before its change of title, it contains, under Restoration dates, virulent attacks upon the Puritans, and inquiries after his Majesty’s favourite dogs, which had a curious knack of becoming stolen or lost. In addition to the canine advertisement already given, we take the following, which appears during July, and which would seem to have been dictated, if not actually written, by Charles:—

☞ We must call upon you again for a Black Dog, between a Grey-hound and a Spaniel, no white about him, onely a streak on his Brest, and Tayl a little bobbed. It is His Majesties own Dog, and doubtless was stoln, for the Dog was not born nor bred in England, and would never forsake his Master. Whosoever findes him may acquaint any at Whitehal, for the Dog was better known at Court than those who stole him. Will they never leave robbing His Majesty? must he not keep a Dog? This Dogs place (though better than some imagine) is the only place which nobody offers to beg.

This is evidently the dog advertised before, and seems to have been an especial favourite with the merry monarch, who, one might think, would have had so many dogs that he could not possibly have missed an individual from their number. Pepys about this time describes the King, with a train of spaniels and other dogs at his heels, lounging along and feeding the water-fowl in the Park; and on later occasions he was often seen talking to his favourite Nell Gwyn as she leaned from her garden wall in Pall Mall, whilst his four-footed favourites were grouped about. It was possibly on these occasions that the gentlemen who have such an extraordinary faculty for “finding” dogs, even unto this day, saw their opportunities, and marched off with the choicest specimens. Certainly

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